McDonald's Picks New Agency
In Latest Marketing Flip-Flop

After overhauling its executive lineup and dumping the 55-cent burger, McDonald's now is sending its advertising back to the kitchen too.

McDonald's yanked the plum assignment of lead advertising agency away from Leo Burnett after 15 years, and handed it back to DDB Needham, creator of the much-memorized jingle: "Two all-beef patties, special sauce, lettuce, cheese, pickles, onions on a sesame-seed bun."